The Scope of Marketing’s Decision Authority and Firm PerformanceNov 16, 2018 Raji Srinivasan, University of Texas at Austin
Raji Srinivasan will present empirical evidence that there is no one role for the marketing function across companies: companies differ in the scope of the marketing’s authority over decisions related to situation analysis, strategy, and the 4Ps.
Modernizing Customer InsightsFeb 22, 2018 Linda Vytlacil, Vice President, Walmart Labs
In this practitioner’s overview, we discuss three uses cases for marketing analytics on solutions across the demand side of retail.
Stick the Landing with Analytic OpsFeb 22, 2018 Kathy Koontz, Practice Director Customer Journey, Teradata
Just like Shaun White’s double-corked 1440s in the Winter Olympics, you can do a lot of complex activity in Marketing Analytics. But if you don’t stick the landing, it doesn’t really count.
Winning Sales before Selling: An Investigation of Business-to-Business Salesperson Attitude towards Internal Selling ProcessesDec 7, 2017 Son K. Lam, Andrea L. Dixon, and Thomas E. DeCarlo, 2017, 17-126-12
Many executives do not realize the issues salespeople and customers face due to internal selling processes, but inefficient ISPs can have devastating effects on salesperson role perceptions, job satisfaction and performance, and turnover.
B2B Marketing in a Global Ecosystem: Lessons from the Solar IndustryNov 03, 2017 Robert Olsen, Marketing Director, DuPont Electronics and Imagining
In increasingly interconnected global industries, how can companies maintain leadership, leverage their brand, and bring innovation and confidence to new markets while prices drop, competition increases, and commoditization looms?
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